- \n
- Set content marketing goals and write a mission statement<\/a><\/li>\n\n\n\n
- Turn your goals into measurable KPIs<\/a><\/li>\n\n\n\n
- Research your audience and build personas<\/a><\/li>\n\n\n\n
- Run a content audit and spot gaps<\/a><\/li>\n\n\n\n
- Choose the right content marketing channels<\/a><\/li>\n\n\n\n
- Pick the best content types for your strategy<\/a><\/li>\n\n\n\n
- Set up a content workflow and assign roles<\/a><\/li>\n\n\n\n
- Plan your content with a simple calendar<\/a><\/li>\n\n\n\n
- Write and design your marketing content<\/a><\/li>\n\n\n\n
- Promote your content across channels<\/a><\/li>\n\n\n\n
- Track performance and optimize over time<\/a><\/li>\n<\/ol>\n\n\n\n
What Is a Content Marketing Strategy?<\/h3>
\nA content marketing strategy is a process of building an audience by creating and delivering content that turns site visitors into fans, leads, and customers. According to the Content Marketing Institute, 79% of B2B marketers said their organization used content marketing to further their goals.<\/p>\n<\/div><\/div>\n\n\n\n
Without a solid content marketing strategy, your marketing team’s efforts may seem like throwing spaghetti at the wall and seeing what sticks. That’s not a recipe for success.<\/p>\n\n\n\n
Benefits of a Well-Defined Content Marketing Strategy<\/h3>
\nA well-defined content marketing strategy brings structure and consistency to your efforts. It helps align your content with your business goals, ensuring every piece of content serves a purpose and moves you closer to your objectives. It also allows you to measure performance and adjust your approach based on data rather than guesswork.<\/p>\n<\/div><\/div>\n\n\n\n
Here are a few more reasons for building a content marketing plan:<\/p>\n\n\n\n
- \n
- A documented strategy helps you feel more confident in your work.<\/li>\n\n\n\n
- Content marketing challenges won’t seem so overwhelming with a plan in place.<\/li>\n\n\n\n
- A documented strategy makes it easier to convince stakeholders.<\/li>\n\n\n\n
- It’s easier to chart and measure your success with a clear process.<\/li>\n<\/ul>\n\n\n\n
Now that you know what a content marketing strategy is, let’s go ahead and learn how to develop one.<\/p>\n\n\n\n
How to Develop a Content Marketing Strategy (Step-by-Step)<\/h2>\n\n\n\n
To create a content strategy for your website, you need to flesh out your reasons for building a plan, what you want to include, and how you’ll carry out your content marketing efforts.<\/p>\n\n\n\n
Learning how to develop a content marketing strategy might seem scary at first, but don’t worry. We’ll break each step down so you know how to reach your digital marketing goals.<\/p>\n\n\n\n
Let’s dive in!<\/p>\n\n\n\n
Step 1: Set Content Marketing Goals and Write a Mission Statement<\/h3>\n\n\n\n
![\"how](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/02\/define-your-goals.jpg\")
<\/figure>\n\n\n\nWriting a mission statement is one of the best ways to stay focused with your content strategy.<\/p>\n\n\n\n
Your mission should cover three simple things:<\/p>\n\n\n\n
- \n
- Who<\/strong> you want to reach<\/li>\n\n\n\n
- What<\/strong> kind of content you\u2019ll publish<\/li>\n\n\n\n
- Why<\/strong> it helps your audience<\/li>\n<\/ul>\n\n\n\n
Here\u2019s a quick formula:<\/p>\n\n\n\n
\u201cWe provide [audience]<\/strong> with [content]<\/strong> to help them [goals]<\/strong>.\u201d<\/em><\/p>\n\n\n\n
Let\u2019s say your audience is small business owners. Your content might include tutorials, templates, or comparisons. And your goal could be helping them get more customers.<\/p>\n\n\n\n
That\u2019s what the Awesome Motive mission statement does so well\u2014it defines the audience, the content, and the outcome in one clear sentence.<\/p>\n\n\n\n
Now let\u2019s switch gears: What does your business get from content marketing?<\/p>\n\n\n\n
Before writing a single blog post, you need to set clear goals. Are you trying to:<\/p>\n\n\n\n
- \n
- Increase traffic?<\/li>\n\n\n\n
- Generate leads?<\/li>\n\n\n\n
- Improve brand authority?<\/li>\n<\/ul>\n\n\n\n
Each goal needs a slightly different approach. But they all feed into the bigger picture\u2014growing your business without wasting effort.<\/p>\n\n\n\n
Step 2: Turn Your Goals Into Measurable KPIs<\/h3>\n\n\n\n
![\"how](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/kpi.jpg\")
<\/figure>\n\n\n\nSetting goals is great. But unless you measure them, it\u2019s all guesswork.<\/p>\n\n\n\n
That\u2019s where KPIs (key performance indicators) come in.<\/p>\n\n\n\n
KPIs help you track what\u2019s working and what needs a fix. You\u2019ll want to attach real numbers to each goal, like:<\/p>\n\n\n\n
- \n
- Reach $10k in revenue from blog traffic this quarter<\/li>\n\n\n\n
- Get 1,000 email signups through a new lead magnet<\/li>\n\n\n\n
- Boost organic traffic by 25% in 3 months<\/li>\n\n\n\n
- Rank on page 1 for 3 high-intent keywords<\/li>\n\n\n\n
- Get 50+ shares and comments on key blog posts<\/li>\n<\/ul>\n\n\n\n
It\u2019s also smart to track costs. Content marketing should be more efficient\u2014not more expensive. You can learn how to calculate content marketing ROI here<\/a>.<\/p>\n\n\n\n
Step 3: Research Your Audience and Build Personas<\/h3>\n\n\n\n
![\"how](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/audience-demographics.jpg\")
<\/figure>\n\n\n\nIf you don\u2019t know who you’re talking to, your content will miss the mark.<\/p>\n\n\n\n
That\u2019s why audience research is step 3.<\/p>\n\n\n\n
There are three parts to this process:<\/p>\n\n\n\n
- \n
- Collect demographics<\/strong> \u2013 Use tools like Google Analytics and Facebook Insights to learn your audience\u2019s age, location, job title, and more.<\/li>\n\n\n\n
- Gather feedback<\/strong> \u2013 Ask your readers or customers what they like, what they need, and where they\u2019re stuck.<\/li>\n\n\n\n
- Build personas<\/strong> \u2013 Combine your research into a clear picture of your ideal customer.<\/li>\n<\/ol>\n\n\n\n
Let\u2019s say you notice most of your traffic comes from 30\u201340 year old freelance designers in the US. Their biggest struggle? Finding paying clients.<\/p>\n\n\n\n
With that info, you can focus your blog posts on tools, strategies, and examples that speak directly to them.<\/p>\n\n\n\n
Step 4: Run a Content Audit and Spot Gaps<\/h3>\n\n\n\n
Before you create anything new, take stock of what you already have. That might include blog posts, videos, social media content, or even webinars.<\/p>\n\n\n\n
Some of that content may already be working. Some of it might need updates\u2014or need to go entirely.<\/p>\n\n\n\n
This step includes three parts:<\/p>\n\n\n\n
- \n
- Log all your existing content<\/li>\n\n\n\n
- See how well it’s performing<\/li>\n\n\n\n
- Find gaps you can fill with new content<\/li>\n<\/ol>\n\n\n\n
Logging Your Content<\/h4>\n\n\n\n
Use a tool like SEMRush<\/a> to run a content audit. You can choose the blog or section you want to analyze, then click Start Content Audit<\/strong>.<\/p>\n\n\n\n
![\"SEMRush](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/semrush-content-audit-1.jpg\")
<\/figure>\n\n\n\nIt shows you the title, content length, backlinks, and shares for each post. Export this data to a spreadsheet so you can start reviewing it.<\/p>\n\n\n\n
Learn How Useful Your Content Is<\/h4>\n\n\n\n
Next, check performance. Which content is ranking, getting clicks, and earning links? Which posts have zero traction?<\/p>\n\n\n\n
- \n
- Are there strong backlinks pointing to the page?<\/li>\n\n\n\n
- Does it rank well for relevant keywords?<\/li>\n\n\n\n
- Is it getting shared or engaged with?<\/li>\n<\/ul>\n\n\n\n
You can get most of this data directly from SEMRush using their position tracking and site audit tools.<\/p>\n\n\n\n
![\"Semrush](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/semrush-site-audit.jpg\")
<\/figure>\n\n\n\nThis helps you decide what to keep, what to improve, and what to remove altogether.<\/p>\n\n\n\n
Find Gaps in Your Content<\/h4>\n\n\n\n
Now find the missing pieces. These could be:<\/p>\n\n\n\n
- \n
- Keywords your competitors rank for that you don\u2019t<\/li>\n\n\n\n
- Questions your audience is asking but you haven\u2019t answered<\/li>\n\n\n\n
- Content that\u2019s underperforming but could improve with updates<\/li>\n<\/ul>\n\n\n\n
To find these gaps, go to the Keyword Gap<\/strong> tool in SEMRush\u2019s Competitive Research Toolkit<\/strong>. Add your site and competitor URLs, then hit Compare<\/strong>.<\/p>\n\n\n\n
![\"SEMRush](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/semrush-keyword-gap.jpg\")
<\/figure>\n\n\n\nThis shows keyword opportunities you\u2019re missing out on\u2014perfect for planning future content.<\/p>\n\n\n\n
Step 5: Choose the Right Content Marketing Channels<\/h3>\n\n\n\n
Not every platform is worth your time. You need to find where your audience actually engages with your content.<\/p>\n\n\n\n
Start by checking your Google Analytics under Acquisition \u00bb Social \u00bb Overview<\/strong>. You\u2019ll see which networks send you the most traffic.<\/p>\n\n\n\n
![\"Google](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/google-analytics-social.jpg\")
<\/figure>\n\n\n\nYou can also use BuzzSumo<\/a> to break down your shares by content type, social network, and length.<\/p>\n\n\n\n
![\"Buzzsumo](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/buzzsumo-analysis.jpg\")
<\/figure>\n\n\n\nWith that info, you can focus your promotion on the channels that actually move the needle.<\/p>\n\n\n\n
Step 6: Pick the Best Content Types for Your Strategy<\/h3>\n\n\n\n
Now it\u2019s time to decide what kind of content you\u2019ll create.<\/p>\n\n\n\n
Your blog should be the home base. From there, you can repurpose content into videos, infographics, and social posts.<\/p>\n\n\n\n
So what formats work best?<\/strong><\/p>\n\n\n\n
Use BuzzSumo to see what content types already perform well for your audience. Look for total shares by format.<\/p>\n\n\n\n
![\"Buzzsumo](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/buzzsumo-content.jpg\")
<\/figure>\n\n\n\nFor example, if listicles and how-tos perform best, make those a priority.<\/p>\n\n\n\n
![\"Buzzsumo](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/buzzsumo-content-types.jpg\")
<\/figure>\n\n\n\nYou\u2019ll probably want a mix of:<\/p>\n\n\n\n
- \n
- Blog posts:<\/strong> guides, lists, case studies, tutorials<\/li>\n\n\n\n
- Videos:<\/strong> explainer videos, product demos, interviews<\/li>\n\n\n\n
- Visuals:<\/strong> infographics, charts, illustrations<\/li>\n\n\n\n
- Lead magnets:<\/strong> ebooks, checklists, templates, webinars<\/li>\n<\/ul>\n\n\n\n
Pro Tip:<\/strong> Different content types work for different businesses. B2B might focus on white papers and LinkedIn posts, while B2C could lean into short-form videos and listicles.<\/p>\n\n\n\n
Once you\u2019ve chosen your formats, it\u2019s time to map out how you\u2019ll actually get them created.<\/p>\n\n\n\n
Step 7: Set Up a Content Workflow and Assign Roles<\/h3>\n\n\n\n
![\"how](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/content-creation.jpg\")
<\/figure>\n\n\n\nNow that you know what to create, it\u2019s time to figure out how to get it done.<\/p>\n\n\n\n
Think of this step as answering the 3 big W\u2019s:<\/p>\n\n\n\n
- \n
- Who\u2019s creating the content?<\/strong> This could be you, your team, or a freelancer\u2014depends on your setup.<\/li>\n\n\n\n
- What tools do you need?<\/strong> Writers, editors, designers, and maybe video editors depending on the format.<\/li>\n\n\n\n
- What\u2019s the workflow?<\/strong> A clear process helps everyone stay on track\u2014outline, draft, edit, publish.<\/li>\n<\/ol>\n\n\n\n
Once your workflow\u2019s in place, the next step is to organize your content plan in a calendar.<\/p>\n\n\n\n
Step 8: Plan Your Content With a Simple Calendar<\/h3>\n\n\n\n
Planning ahead keeps your strategy from falling apart. That\u2019s what a content calendar is for.<\/p>\n\n\n\n
You can keep it simple with Google Calendar or use a dedicated tool like Asana<\/a>.<\/p>\n\n\n\n
Asana even has a free Editorial Calendar Template<\/a> that you can customize for your team.<\/p>\n\n\n\n
![\"Asana](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/asana-editorial-calendar.jpg\")
<\/figure>\n\n\n\nJust map out your post ideas by date, assign responsibilities, and make sure deadlines are clear. That way, everyone knows what\u2019s going out and when.<\/p>\n\n\n\n
Step 9: Write and Design Your Marketing Content<\/h3>\n\n\n\n
This is where all your planning comes together\u2014it\u2019s time to start writing, designing, or filming.<\/p>\n\n\n\n
If you\u2019ve followed the earlier steps, you already know what topics to cover and which formats work best for your audience.<\/p>\n\n\n\n
Start with a title from your content calendar<\/a>, then research similar posts.<\/p>\n\n\n\n
To do this, open a private browser window and search your keywords. Look at the top results and think about what you can do better or explain more clearly.<\/p>\n\n\n\n
![\"Goolgle](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/google-blog-post-research.jpg\")
<\/figure>\n\n\n\nThen scroll to the bottom of the results page and check the suggested searches\u2014these are called LSI (Latent Semantic Indexing) terms. They\u2019re great for finding supporting ideas for your post.<\/p>\n\n\n\n
![\"google](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/google-lsi.jpg\")
<\/figure>\n\n\n\nNext, organize your notes into a simple outline. Write your draft with real people in mind\u2014not just search engines. Keep it clear, useful, and easy to skim.<\/p>\n\n\n\n
For more help, check out this list of SEO ranking factors<\/a> to make sure your post is easy to find online.<\/p>\n\n\n\n
And remember\u2014always write like you’re talking to a friend. Helpful beats perfect every time.<\/p>\n\n\n\n
Step 10: Promote Your Content Across Channels<\/h3>\n\n\n\n
![\"how](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/market-your-content.jpg\")
<\/figure>\n\n\n\nPublishing your content isn\u2019t the end\u2014it\u2019s the start of getting it seen.<\/p>\n\n\n\n
Here are simple ways to promote your content effectively:<\/p>\n\n\n\n
- \n
- Use a social media scheduling tool<\/a> to share posts across platforms<\/li>\n\n\n\n
- Send it to your email list using email marketing tools<\/a><\/li>\n\n\n\n
- Reach out to influencers or experts to share it with their audience<\/li>\n<\/ul>\n\n\n\n
You can also promote new content with tools like OptinMonster<\/a>. For example, LeadGuru used it to convert 81% of visitors<\/a>.<\/p>\n\n\n\n
It\u2019s also helpful for showing offers, delivering lead magnets, and reducing bounce rates with features like Exit-Intent\u00ae<\/a>.<\/p>\n\n\n\n
Step 11: Track Performance and Optimize Over Time<\/h3>\n\n\n\n
![\"how](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/measure-success.jpg\")
<\/figure>\n\n\n\nNow it\u2019s time to look back at the KPIs you set in Step 2 and see how your content is performing.<\/p>\n\n\n\n
You can use tools like:<\/p>\n\n\n\n
- \n
- Google Analytics<\/strong> \u2014 track traffic, bounce rate, and session time<\/li>\n\n\n\n
- BuzzSumo<\/strong> or social platforms \u2014 track shares and engagement<\/li>\n\n\n\n
- OptinMonster<\/strong> \u2014 check conversions from your marketing campaigns<\/li>\n<\/ul>\n\n\n\n
Use this data to figure out what\u2019s working and adjust your strategy moving forward.<\/p>\n\n\n\n
Content Marketing Frequently Asked Questions (FAQs)<\/h2>\n\n\n\n
How often should I review my content marketing strategy?<\/h4>
\nQuarterly is a good rhythm. It lets you stay on top of changes in your business, audience behavior, or industry trends.<\/p>\n<\/div><\/div>\n\n\n\n
How long does it take to see results from content marketing?<\/h4>
\nExpect to wait at least 3\u20136 months to see consistent results. Content marketing is a long-term play.<\/p>\n<\/div><\/div>\n\n\n\n
What types of content should I include in my strategy?<\/h4>
\nStart with blog posts, videos, and lead magnets. Add infographics, social content, and long-form guides as you grow.<\/p>\n<\/div><\/div>\n\n\n\n
How can I make my content stand out?<\/h4>
\nBe helpful, be specific, and speak directly to your audience\u2019s needs. Strong visuals and personal experience also help.<\/p>\n<\/div><\/div>\n\n\n\n
What’s the best way to promote my content?<\/h4>
\nGo where your audience is. Share on the platforms they use, email your list, and collaborate with trusted voices in your niche.<\/p>\n<\/div><\/div>\n\n\n\n
How can I measure the success of my content marketing strategy?<\/h4>
\nCheck your original goals and KPIs. Look at traffic, leads, social engagement, and conversion data to see what\u2019s working.<\/p>\n<\/div><\/div>\n\n\n\n
And that\u2019s it!<\/p>\n\n\n\n
Now you know how to develop a content marketing strategy that helps you reach the right people and grow your business in a sustainable way.<\/p>\n\n\n\n
Want to keep growing? Learn how to create a retargeting strategy<\/a> to bring visitors back and turn them into customers.<\/p>\n\n\n\n
Don’t forget to follow us on YouTube<\/a>, Twitter<\/a>, and Facebook<\/a> for more great tips to grow your business.<\/p>\n","protected":false},"excerpt":{"rendered":"
Want to develop a content marketing strategy? This article offers a step by step guide for creating a content marketing plan from scratch.<\/p>\n","protected":false},"author":6,"featured_media":8919,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"limit_modified_date":"","last_modified_date":"2023-07-05T09:33:53","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[8],"tags":[1383,14,607],"class_list":["post-1935","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tutorials","tag-develop-a-content-marketing-strategy","tag-email-marketing","tag-social-media-marketing"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/rafflepress.com\/wp-json\/wp\/v2\/posts\/1935","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rafflepress.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rafflepress.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rafflepress.com\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/rafflepress.com\/wp-json\/wp\/v2\/comments?post=1935"}],"version-history":[{"count":9,"href":"https:\/\/rafflepress.com\/wp-json\/wp\/v2\/posts\/1935\/revisions"}],"predecessor-version":[{"id":15537,"href":"https:\/\/rafflepress.com\/wp-json\/wp\/v2\/posts\/1935\/revisions\/15537"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rafflepress.com\/wp-json\/wp\/v2\/media\/8919"}],"wp:attachment":[{"href":"https:\/\/rafflepress.com\/wp-json\/wp\/v2\/media?parent=1935"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rafflepress.com\/wp-json\/wp\/v2\/categories?post=1935"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rafflepress.com\/wp-json\/wp\/v2\/tags?post=1935"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- BuzzSumo<\/strong> or social platforms \u2014 track shares and engagement<\/li>\n\n\n\n
- Send it to your email list using email marketing tools<\/a><\/li>\n\n\n\n
- What tools do you need?<\/strong> Writers, editors, designers, and maybe video editors depending on the format.<\/li>\n\n\n\n
- Videos:<\/strong> explainer videos, product demos, interviews<\/li>\n\n\n\n
- Blog posts:<\/strong> guides, lists, case studies, tutorials<\/li>\n\n\n\n
- Gather feedback<\/strong> \u2013 Ask your readers or customers what they like, what they need, and where they\u2019re stuck.<\/li>\n\n\n\n
- Collect demographics<\/strong> \u2013 Use tools like Google Analytics and Facebook Insights to learn your audience\u2019s age, location, job title, and more.<\/li>\n\n\n\n
- What<\/strong> kind of content you\u2019ll publish<\/li>\n\n\n\n
- Who<\/strong> you want to reach<\/li>\n\n\n\n
- Turn your goals into measurable KPIs<\/a><\/li>\n\n\n\n